Self Made Optician
Salem is the capital of the U.S. State of Oregon – a typical American town along the northwest coast where time seems to have stood still a little. There is no trace of the hectic life of a big city. People are friendly and respectful to each other and apparently have time for whatever they are doing at the moment. Movies that don’t take place in New York, San Francisco, or Los Angeles, but rather in a rural, country¬like setting, could be filmed here.

The first settlers came to this region toward the beginning of the 19th century, coming westward by way of the legendary Oregon Trail. That was exactly eight generations ago – and today you can still see how the local descendants of these settlers have been influenced by the confidence and industry of their ancestors. The global economic crisis is certainly much less noticeable here than elsewhere. Perhaps it’s because even today most people here earn their living by using their hands and not by speculating in the stock market. This is apparent by looking into store windows and shops: you can buy work clothing on every corner – but you have to look long and hard for a well¬stocked men’s clothing store.

The capital and university town Salem has a population of 150,000, approximately the size of Heidelberg or Potsdam. The entire state on the northwest coast, which has belonged to the USA since 1859, has an area about the size of the former German states – but doesn’t even has 4 million inhabitants. No wonder that distances here are greater than in Europe – and that you can’t find a terrific optician on every street corner. It should be noted that the optician business in the U.S. can not really be compared with the optician business in Germany: the average colleague in a small American town is content with a store that looks more like a gun shop than a European lifestyle store. It’s no different in Salem than anywhere else.

When an entrepreneurial optician goes a step further here, it is all the more noticeable. Just a few years ago Lisa Martinsson took this step: her small, high ¬quality store by the name of “Glance” is located in the middle of the oldest part of Salem in one of the historic buildings on Court Street. It was rather due to chance than by design that this trained graphic designer got into the optician business: “I was bored, always working alone; at some point it was no longer fun.” So she took advantage of the chance to work in the shop of an ophthalmology team as an optician, and was able to come into contact with people, with their desires, their troubles, their dreams. “I was an artist without a medium – until I found optics,” she explains today, laughing. Her hand tool was her unmistakable feel for faces, forms, colors and materials – and her talent for communication which enables her to approach anyone and start a conversation.

At this point we should explain a little about the American profession of being an optician, which by the way isn’t the same in every state. It does however basically resemble the British system, with optometrists on the one hand and dispensing opticians on the other: The former can conduct all the measurements and also medical testing for vision, and of course can also run their own stores; the latter may only sell eyewear, no medical aspect. Even after 200 years of existence, part of the American dream in the land of unlimited possibilities is that you can still earn a living by using your own knowledge and skills.

Lisa Martinsson did good work: her employer was more than satisfied with her. When the six colleagues, founded “Glance” seven years ago, there was a small “system mistake”: A modern store can not really function well with traditional “recipes” and is therefore not particularly profitable. So the self¬made optician suggested a deal to her employers: if they should ever think about selling the store, she would like to take it over. It’s still not clear today whether it was her charm, her persuasive power, or her persistence; the fact is, after much initial shaking of the heads on the part of the owners, several months later Lisa Martinsson was the sole owner of “Glance.”

Now she could manage things exactly the way she wanted. One of the first things she did was to overhaul the inventory selection: She allowed herself to listen to her gut feeling, and not to buy only whatever others just happened to offer. Instead, she turned to small, high¬ quality collections from distant Europe, such as Mykita, Markus T., or Theo. Until Glance, no one in Salem had ever seen such glasses, except perhaps at the most in fashion magazines or on television – now, suddenly you could touch them, try them on, and above all, buy them.

The resonance was wonderful,” Lisa Martinsson reflects (life motto: I love living in my skin!”) on her courageous decision to depart from the well¬worn path. Being self -taught certainly played a role in helping her avoid being a slave of a system in which the argument “but we’ve always done it that way!” dominated. She simply listened to her own gut feeling and made “Glance” into a store where she herself would have liked to purchase glasses, before she underwent laser surgery. For Lisa Martinsson’s childhood and youth were strongly influenced by having to wear bottle¬thick glasses in ugly frames. By all rights this woman should hate glasses – and instead she has made them her mission in life.

She likes to tell the story of the shy, 12 year¬ old girl who came into her store with her parents, looking like a mirror image of herself: dominating the delicate face of the girl was a pair of glasses which were way too big and heavy, with thick lenses. The parents looked around the store and yet again nearly repeated history with another “wrong” frame for this delicate little face. “So, I took the girl by hand and together we set out to find the perfect frame for her,” Lisa Martinsson remembers, “A few days later, when this shy little darling came to pick up her glasses, and she put them on, gazed in the mirror, and saw a completely different reflection. After a few silent moments, she turned and whispered, ‘I’m pretty!’” Lisa Martinsson herself gets moist eyes when she tells this, and adds, “That is why I do what I do.”

She does this in a way that doesn’t really offer any true rivalry for the at least 24 other local competitors. All of these colleagues adhere to the traditional American concept of having an optical department connected to a doctor’s office, with a very conventional selection of frames; so Lisa Martinsson thinks of her own offerings not as competing with, but as supplementing what the others have: “My customers come with a prescription from the eye doctor. I help them find a suitable pair of glasses and send everything to a lab for grinding. The customers virtually get a face lift from me and are completely thrilled to find afterwards that they often look many years younger,” the business woman explains.

She is especially proud that her customer base includes not only half of Oregon and a part of the neighboring states of California and Washington, but even extends to the White House. That is, after all, on the other side of the continent!

EYEBizz PDF

World Class, Internationally Renown, Cutting Edge Design…you would normally expect to find these wonderfully complimentary and highly coveted phrases to be found describing a business or shop in say London or Paris or New York or Rome. But right here in Salem…Salem, Oregon? Yes…right here! And the shop they apply to is Glance Optics and Eyewear. They not only apply to Glance, they define Glance. Located at 330 Court Street NE, all you have to do is step inside and you’ve walked into a unique, stylish, high quality (very high quality) European (style) Eyewear boutique. Except this charming slice of the continent is located right here in Salem.

Now when you do walk into Glance (and you really owe it to yourself to spend some time there) check out the latest issue of “Eye Bizz” magazine on the counter. This high-end and highly regarded glossy German publication is devoted entirely to beautiful eyewear from around the globe (You can get an advanced look at the article…in both German & English…on the (new) Glance website: www.glanceglasses.com). In each issue the publishers profile just one shop from somewhere in the (fashion) world. The last three issues have featured shops from Copenhagen, Leipzig and Berlin. In this latest issue (Sept./Oct 09), this cosmopolitan barometer of high fashion eyewear didn’t profile a shop in Amsterdam, or Brussels, or Madrid or Geneva. They came to Salem, Oregon…and profiled Glance! And they chose to profile Glance Optics and Eyewear for very good reason. With frames from France, Germany, Sweden, Austria, Italy, Belgium, The Netherlands (and one US), and others Glance owner/operator Lisa Martinsson carries arguably the most complete and extensive collection of fashion orward eyewear to be found anywhere in the Northwest… and possibly the West Coast.

And it’s not just her frames that make a trip to Glance a unique experience, it’s also Lisa herself. For one thing, she has a degree in Graphic Design but, as she puts it, “I was (after college) really an artist without a medium. I’d rather paint a house than a picture.” But, not exactly motivated to become a house painter, Lisa became an optician and began running the “glasses business” for a team of six doctors. It was there that she discovered her true calling (and artistic medium)…the relationship between the frames and the face. And it is through her work as an optician that she expresses her art and creativity in a deeply personal way.

She told me the story of a young girl who, with her mom, came into her shop one day. Frustrated during her short twelve years of life over poorly chosen and ill-fitting glasses (and reminding Lisa of her own battles with bad eyewear) the young girl and Lisa talked, and shared, and laughed, and tried on lots of new frames. And when the young girl later returned to pick up her new glasses, Lisa remembers, tears now welling up in her own eyes, she looked in the mirror and whispered, “I’m pretty.” In short, she cares…a lot about her clients. She both listens to them and advises them. But, most importantly, she consults with them.

She points out, “It’s amazing really, while some frames can create gravity…some actually defy it.” Each face, as Lisa will tell you, is unique and individual and she will show you not only how a frame should fit on your face…but why. Very personable, very engaging, knowledgeable and smart (very), she will also tell you when a frame doesn’t work for you. “I frame the ‘art work’ and the eyes are the art work,” she says. “If the frame doesn’t enhance the ‘art’, it doesn’t work. I’m always looking for eyewear that has staying power. Something that makes people do a double take and wonder, ‘Where did they get those?”

And then there’s the frame’s engineering. “I’m a sucker for good engineering,” she says. And she is too. Very detail oriented, she delights in demonstrating the intricacies of her unique frames to her customers. Ask her to show you the distinctive drill mounts of the Silhouette frames (from Austria) and how they add extra strength and integrity to these Titanium beauties…or the grooved lenses of the feather-light Marcus T. frames (from Germany) and how they allow the frames to be seated within the lenses themselves using no screws and no hinges at all (along with the unique nose pad which synchs and holds all the elements in place)…or the floating lenses of the XIT frames (from France)…or even the totally unique and really really cool THEO frames (from Belgium). As Lisa puts it, the THEO frames are, “an art form all to themselves. Nobody copies THEO.” (pronounced Tay Oh).

And what will you find when you walk through Lisa’s door? A lot of class. To start with, the entire front of the shop is glass. Sixteen feet of floor to ceiling (windows and door) glass. Then there’s the clean lines of the cherry cabinets and paneling. The brushed metal accents of the display cases. The comfortable (leather) seating. And mirrors…mirrors everywhere! In fact, Portland architect Richard Brown, won an award for his design of the shop.

The frames themselves? Well, let’s see. There are shelves of frames…and more shelves of frames, drawers of frames, display cases of frames and a wall of sunglasses (including the Rudy Project sunglasses (from Italy) prized by bicyclists and sportsmen and the Persol sunglasses (also Italian) worn by Daniel Craig as James Bond). Yes, you will definitely find a treasure trove of very distinctive frames at Glance!

Now have I mentioned unique? During one of my visits to her shop one of Lisa’s customers told me, “People are always asking me where I get my glasses…and nobody believes me when I tell them Salem, Oregon. I’ve been to Europe and thought I could get them cheaper in London…I can’t.” Another customer was on an airplane when she noticed the glasses of a flight attendant. As the two women discussed the distinctive style of each others glasses the flight attendant said, “You’re not going to believe where I got these.” You guessed it, both women had purchased their glasses from Glance! And these stories are not unique. Lisa has one customer from San Francisco that discovered her shop while in town on business. Now he refuses to shop for eyewear anywhere else. Her glasses can even be found in the White House.

Do yourself a favor. Take some time and spend it browsing this one-of-a-kind Eyewear Boutique and getting to know Lisa (most of her customers are on a first name basis). It’s a fascinating experience that may just discover a whole new you.

Glance Eyewear is not just a reason to smile…it’s a way to look good doing it!

Footnote: The Glance website is newly remodeled: www.glanceglasses.com. Take a look…it’s way cool! There’s even a place for you to write a testimonial if you like.

Dave Sweeney, former KOIN-TV chief meteorologist, is a popular conference and convention speaker and emcee. Dave also produces personalized videos for business websites and email links. He is the chief meteorologist for OregonLive.com and produces video weather forecasts for a variety of other websites including KBZY.com, HallmarkInns.com, OregonStqateFair.org and others. You can check out his website at www.SweeneyTV.com and reach him by email at Dave@SweeneyTV.com

Salem Business Journal 2009 (PDF)

Glance, open from 10am to 6pm, Monday through Friday, often schedules weekend appointments for her customers that come from the greater Portland area and coastal communities such as Lincoln City, Newport, Seaside and Rockaway Beach. During this interview, Martinsson had scheduled two weekend appointments, one for a Lincoln City client picking up her eyewear, and the other a local Salem client that works a similar schedule to Martinsson, therefore making it nearly impossible to arrange for her much anticipated Glance experience.

Lisa Martinsson, optician and owner of the popular eyewear boutique, reports that she is only one of many quality shops that are thriving in downtown Salem. “Just look across the street,” nods Martinsson from her storefront window on Court Street, “Bittersweet Boutique, Roy John Jeweler, Lullu’s Tutto Cucina, Le Shoe Boutique, even Great Harvest and Venti’s they’re all thriving!” Martinsson reports, “Everyone appreciates quality, service, and a friendly smile. These are just some of the elements that draw people to downtown Salem.” As for quality, Martinsson includes her neighbors on either side of the little eyewear boutique, “Shyrock’s Menswear on one side and Sid’s Furniture on the other, I’m surrounded with exceptional product and service! I can’t go wrong with all of this good juju!”

According to Martinsson, after taking a good look at downtown shopping and how it’s evolving, one can’t help but raise an eyebrow at the fear based reporting in the media. “Look around the corner on Commercial Street, The Bike Peddler is in the process of a major expansion, Gallagher’s Fitness is doing more business than ever since their move two blocks south, and everyone knows that the State street merchants are amazing! Even a challenging location like the inside lower level of the Reed Opera House, is home to new flourishing businesses like Yuppy Puppy!

Go downtown and go shopping! I am! Glance is headed for New York in March to attend the International Vision Expo, where the latest European eyewear fashions will be unveiled! “So, come in before we leave, with needed repairs, adjustments and purchases and come again when we return for your very own Glance Experience!”

Salem Business Journal (PDF)

Meet Glance Optics and Eyewear, Salem’s only Optical consultant Boutique:

Q. What is Glance Optics and Eyewear?
A. Glance is Salem’s premier Optical Boutique that provides personal consultations. Specializing in advanced lens design, technologically advanced lens materials, and face specific frame selection, the Opticians at Glance will show you what is appropriate for your face and what is not.

Q. What is an Optician?
A. An Optician is to the eye doctor, what the pharmacist is to the medical doctor. In other words, your medical doctor writes a prescription and your pharmacist fills it. In the same way, your eye doctor writes your glasses prescription and your optician fills it.

Q. What is a Glance Consultation?
A. Your face is unique and your personality one of a kind. Finding the appropriate eyewear for each is an art. After learning about your lifestyle, Glance’s opticians will guide you through their frame selection process and educate you on various lens styles appropriate for your individual optical needs. They even have an advanced computer system that allows you to see and even compare several frames on your face to help you choose which frame you prefer.

Q. Can I get an eye exam at Glance?
A. Glance has no Optometrist (OD) or Ophthalmologist (MD.) “With so many excellent doctors in Salem, there is no need to bring in another one!” owner, Lisa Martinsson explains, “…we want to focus on what we do best and thus raise the bar.” So, rest assured there is no loyalty issue.

Q. Can I get my prescription from my doctor’s office and go to Glance to get it filled?
A. Certainly, in fact, that’ exactly how it works. You can either bring your prescription with you or sign a release form so Glance can get it faxed over for you.

Q. Will my eye doctor be offended if I ask for my prescription?
A. Not in the least. Glance isn’t competition for the Optometric/Ophthalmic practices, quite the opposite, actually. Those who find what they’re looking for in their doctor’s offices may not like what Glance has to offer. Glance is reaching out to those who find their doctor’s optical departments lacking and are going to Portland and/or Seattle to fill those prescriptions. They are who Glance is calling to. It’s not uncommon for the local eye doctors offices to recommend Glance when their patients aren’t finding what they’re looking for. Both your eye doctor and Glance really want to help you achieve the best optical experience possible. So not to fear, Salem eye doctors and Glance can and do live in harmony.

Q. When can I have my Glance Consultation?
A. Glance business hours are Mon – Fri / 10am. – 6pm. Appointments are not necessary. An active participant in Go Downtown’s First Wednesday, they also stay open through 8pm. on the first Wednesday of each month to join in the festivities and encourage downtown play. So, as they say, “Go downtown,” and stop by Glance.

Q. Where is Glance located?
A. The contemporary boutique is located at 330 Court Street, downtown Salem, between Shryock’s Menswear and Sid’s Furniture (across from Great Harvest, the newly reopened Venti’s location, and the newest addition to the neighborhood, Bittersweet.) Glance is proud to be among a growing downtown network of quality shops and services and encourages everyone to come see the exciting changes taking place!

Q. Why would I recommend Glance?
A. Superior service, selection and quality, all of which can tend to suffer when economic fears run high. Glance, however holds true to the philosophy that service and quality are the keystones for a healthy economic future. Not to mention, of course, that they’re just really cool!

Q. Does Glance have a Vision Statement?
A. Oh, yes! Owner, Lisa Martinsson passionately believes:

“A HEALTHY SPIRIT COMES FROM WITHIN. GREAT EYEWEAR LETS IT OUT TO PLAY!”

Salem Business Journal (PDF)

It would seem that this story started when Lisa gleefully accepted the offer of a very successful Salem Ophthalmology practice to help open and manage a high-end, fashionable optical boutique. Lisa took on the challenge out of a desire to create an optical experience unlike any she had experienced herself.

The reason for that desire brings us to the real beginning of this story – when Lisa was a lanky 12 year old with crooked bangs and very thick glasses. Having never met an optician with an artistic eye, her glasses were always too big and her lenses too thick. It was not a pretty sight, and years of poorly chosen eyewear resulted in many painful memories.

The years passed and Lisa went on to earn a degree in graphic design. Ultimately, her art background led her to an industry she had grown to resent – and to finally understand how the opticians of the past had failed her. Her intensive training in the optical science and technology allowed Lisa to successfully merge artistry and optics to create balance and harmony between the frame, the lenses, and each person’s facial structure.

Having found her passion, Lisa was happily working in a busy optical practice, when one day she came face to face with a ghost from her the past – an awkward, lanky young girl with thick glasses that were too large for her slender face. She and her parents had painstakingly selected yet another ill-fitting frame for her new prescription. Seeing history about to repeat itself, Lisa took the girl by the hand and set out to find the perfect frame – unlike any she had ever worn before.

A week later the girl came back to pick up her new glasses with excitement and anticipation. When that shy little girl put on those glasses and looked in the mirror, a silence fell on them both. Looking back from the mirror was a very different girl – one she had never seen before. Amazed by her new reflection, in awe and disbelief, she gazed at herself and humbly whispered, “I’m pretty.”

Experiences like this are what keep Lisa striving to make Glance a destination shop for people across the spectrum of eyewear and optical needs. She is constantly in search of cutting-edge optical technology, travels extensively in pursuit of unique frames and styles, and her team provides individual, customer-oriented service.

With a growing clientele, Glance’s eyewear is rapidly spreading in all directions: north to Seattle, south to California, west to several coastal communities, and as far east as Washington, DC.
Salem Business Journal (PDF)